Course Outline

Program Unit: Marketing Management
Program: International MBA/DD
Period: August-September 2002

Professors: Dr. Richard Sjolander
Professor, University of West Florida
rsjoland@uwf.edu

Dr. Greg Martin
Associate Professor and Chair, University of West Florida
gmartin@uwf.edu

Study Load: Approximately 30 contact hours and 60 to 80 hours of self/
study.

Course Description

This course is designed to provide a comprehensive introduction to the
subject of Marketing Management for operations in the global market-
place. As such, it will give you the foundation and preparation to excel
in subsequent Marketing courses in your IMBA program. At the
conclusion of the course, you will have a working knowledge of the
concepts of strategic marketing and be ready to apply them to the
analysis of business opportunities. In order to accomplish
these objectives it is expected that each student will work independently
to absorb the materials in the text and supplementary readings, and
collectively with group members and the class at large to apply this
knowledge in class discussions and exercises. Class meetings will be a
combination of lecture and discussion with group participation and
presentations.

Assessment
Your final grade in this course is based on multiple assessments. Primary
among these will be two individual assessment examinations. Exams will
include several measures of your knowledge, such as multiple choice items,
true/false statements, essay questions, and/or case-based analysis questions.
You will be allowed to bring one A-4 sheet of paper with notes to each exam.
Any group projects completed in this course will be graded on the overall
performance of the group.

Assessment Weight in final grade
Midterm Exam 0.35
Final Exam 0.45
Exercises/Case Analyses Part I: 0.10
Exercises/Case Analyses Part II: 0.10
Times and due dates for the major cases and examinations are listed in this
document. Small case exercises will be handed out in class and due dates
assigned at that time.

Course Materials
Textbook: Kotler, Philip, Marketing Management, (eleventh edition) 2003,
Prentice-Hall.

Textbook and other daily reading assignments are noted in the Course
Schedule. Students are expected to have read all of the material assigned
prior to coming to class on the day the assignment is listed in the schedule.

Course Schedule and Study Guide

Session 1 (28 August 08:30-10:30)
Topic: Introduction
Readings: Kotler, Chapter 1

Session 2 (29 August 08:30-10:30)
Topic: Customer Satisfaction and the Changing Market Paradigm
Readings: Kotler, Chapter 2 (pages 34 - 40),
Kotler, Chapter 3, and
Evans and Wurster, Chaps. 1, 3, and 4 (reading to be distributed)

Session 3 (30 August 15:45-17:45)
Topic: Strategic planning focus, Competition Analysis, SWOT Analysis
Readings: Kotler, Chapter 4, and
Kotler, Chapter 9

Session 4 (2 September 10:45-12:45)
Topic: External Environments
Readings: Kotler, Chapter 6, and
Theodore Levitt, The Globalization of Markets (reading to be distributed)

Session 5 (3 September 08:30-10:30)
Topic: Global Marketing, Marketing Research
Readings: Kotler, Chapter 13, and
Kotler, Chapter 5 (pp. 122-141)

Session 6 (5 September 08:00-10:00)
Topic: Customer Behavior, Buyer Behavior
Readings: Kotler, Chapter 7, and
Kotler, Chapter 8

Session 7 (6 September 10:45-12:45)
Topic: Segmentation, Positioning
Readings: Kotler, Chapter 10, and
Kotler, Chapter 11
Major Case 1 due at the start of class

Session 8 (9 September 10:45-12:45)
MIDTERM EXAMINATION

Session 9 (16 September 10:45-12:45)
Topic: Marketing Analytics
Readings: Kotler, Chaps. 22 (683-702); 5 (143-152)

Session 10 (17 September 08:30-10:30)
Topic: Product Strategy Decisions I
Readings: Kotler, Chaps. 12, 14, 15
Case Assignment: Proctor & Gamble: Always Russia

Session 11 (18 September 08:30-10:30)
Topic: Product Strategy Decisions II
Readings: Kotler, Chaps. 12, 14, 15

Session 12 (20 September 10:45-12:45)
Topic: Pricing Strategy Decisions I
Readings: Kotler, Chap. 16

Session 13 (23 September 10:45-12:45)
Topic: Pricing Strategy Decisions II
Readings: Kotler, Chap. 16

Session 14 (24 September 10:45-12:45)
Topic: Distribution Strategy Decisions
Readings: Kotler, Chap. 17

Session 15 (25 September 8:30-10:30)
Topic: Communications Strategy Decisions
Readings: Kotler, Chaps. 19, 20, 21

Session 16 (27 September 10:45-12:45)
Topic: e-Commerce Strategy
Readings: Review material on Value Chain, Competitive Advantage, and
Strategic Focus

9 October 14:00-17:00
FINAL EXAMINATION

Professor Biographies

Dr. Richard Sjolander
Professor, Department of Marketing and Economics
The University of West Florida
Visiting Professor, Center for Supply Chain Management
Universiteit Nyenrode

Dr. Sjolander joined the faculty at UWF in January, 1985, following the
completion of his PhD. at Michigan State University. He majored in
Resource Development/Resource Economics with minors in Marketing
and Transportation Distribution. He became a visiting professor at
Nyenrode in 1999. He holds both bachelors and masters degrees in
Packaging Engineering.

Dr. Sjolander had an active career in international business in both North
America and Europe, prior to returning for graduate education in the U.S.
He maintains close ties in Europe and has taught at the University of Lund
in Sweden, and Gdansk University in Poland, as well as at Nyenrode
and in Finland. Dr. Sjolander has also taught in Japan.

Richard’s publications include major journals in the U. S. and Europe,
as well as numerous conference papers both here and abroad. He has been a Co/principle investigator on two major international grants and numerous
smaller grants.

Gregory S. Martin, Ph.D.
University of West Florida
Pensacola, Florida

Greg Martin is Associate Professor of Marketing and Chair of the
Department of Marketing and Economics at the College of Business,
University of West Florida, where he teaches MBA and undergraduate
courses in marketing management, strategy, and consumer behavior.
He is a Visiting Professor of Marketing at Nyenrode University in the
Netherlands. He is also a Research Associate in the University's Haas
Center for Business Research and Economic Development, where he
heads the Center's tourism research activities. Dr. Martin's academic
research has been published in business journals and presented at
international professional conferences. He is the recipient of several
University and professional awards and honors for his research,
teaching, and service activities.

In addition to his academic duties, Dr. Martin is an active private consultant, specializing in survey research, customer satisfaction measurement, and
market strategy issues.

Dr. Martin began as a salesperson in the insurance industry before pursuing
his career in academia and consulting. After seven years in the insurance
business, he left to earn his MBA at the University of Arkansas. He
subsequently earned his Ph.D. in Marketing at the University of
Wisconsin, Madison.